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Rationale: In Romania, the number of accidents involving drivers who are texting behind the wheel is increasing alarmingly. The Romanian Police wants to raise awareness around the issue, especially towards the executive type (owners of a smartphone) who regard themselves as multitasking.

Idea: Therefore, we create a “reader’s” campaign. We’ve inserted the danger into a driver’s text message, suggesting the sudden accident in typo as it happens on the road.

Print advertisement created by Publicis, Romania for Romanian Police, within the category: Public Interest, NGO.